Globally inspired barbecue is a hot trend among consumers looking to expand their culinary horizons, but adoption on operator menus has been low and slow thus far.

Barbecue, a ubiquitous term that has different interpretations in different countries — or even within regions of a particular country — is almost universally loved by consumers, with 94% saying they love or like it, according to market research firm Datassential. Even with the regional or country differences in proteins, sauces and/or spices, demand remains high. A 2022 SupHerb Farms white paper, BBQ Around the World, reports 80% of consumers love or like regional U.S. varieties of barbecue and 60% love or like global varieties.

The appeal of global barbecue also stretches across different demographic groups. Datassential found 31% of all consumers were “extremely interested” or “very interested” in global varieties of barbecue, but that number jumps to 43% for Millenials, 40% for Gen Z and 37% for men.

There’s a 14-point gap, however, between consumer taste buds and availability on operator menus. Here’s how operators can tap into this trend to exceed customer expectations and drive profits.

Rising Stars in Global Barbecue

When it comes to what type of globally inspired barbecue to add to the menu, operators literally have a world of options.

Korean barbecue, cooking thinly sliced strips of beef or pork cooked on tabletop grills, is the fastest-growing global barbecue dish, with 39% growth on operator menus during the past four years. According to Datassential, 56% of consumers cited Korean barbecue as the global barbecue concept they were most interested in trying.

Jerk, a spicy Jamaican seasoning and cooking technique that involves smoking pork, chicken and seafood over smoldering fires, was cited by 49% of consumers as a dish they wanted to taste.

Other types of global barbecue that have piqued the interests of consumers include:

• Asado, an Argentinian style of cooking large slabs of meat or whole animals over open fires. 
• Yakitori, a Japanese dish of skewered chicken brushed with a miso and soy sauce marinade.
• Tandoori, an Indian concept in which meat is placed on top of a clay, bell-shaped oven to cook. 

Operators looking to get ahead of the global barbecue trend, and potentially leapfrog their competition, might consider concepts that have caught the attention of some consumers but are still up-and-coming, such as: 

• Braai, a South African barbecue featuring a dry rub that can be applied to almost any protein.
• Lechon, the national barbecue dish of the Philippines featuring a whole hog cooked rotisserie-style over charcoal.
• Chuan’r, Chinese barbecue skewered proteins cooked on a wire rack in a metal pan filled with smoldering coals.

Try Something Different

With consumer demand for global barbecue high, and more competition on the horizon, it will be important for operators to make their menus stand out from the crowd. Think outside the box in terms of the cooking methods, flavors and even the “meats” used.

• Use different woods: Applewood, hickory, mesquite, maple and pecan are all common woods used to make barbecue. Try fueling your flames with other wood types, such as peach, almond or alder.
• Incorporate new sauces: When many people think of barbecue they envision a dark-red, tangy tomato-based sauce. Serve up something different, such as sauces using Worcestershire, vinegar, mustard or mayonnaise as a base ingredient.
• Try different flavor profiles: While it’s important to remain true to barbecue’s origins, that doesn’t mean you can’t be creative. For example, consider adding Portuguese piri piri sauce to churrasco Latin barbecue, or marinating Thai chicken satay skewers in a lemongrass puree. 

Consumers love barbecue and crave new, global variations on one of their favorite comfort foods. Operators can spice up their menus and attract new customers by taking advantage of this hot trend.

Want more insights on the latest BBQ trends? View our infographic.